I came across this article today during my usual scanning of the interwebz. Its a tad long but it gives a real glimpse into who Spike Jonze is and why there is no better person to have taken something that many of us loved and still love and change it and turn it into a film. If you're like me and got misty seeing that first trailer set to the sounds of The Arcade Fire read this article and know that we won't be disappointed. Here's a small excerpt about just the marketing aspect of how Jonze has a completely different view
“Where the Wild Things Are” seems sure to appeal to the sensibilities of a certain cohort of urban young adults — the type who read comic-book novels and wear skateboard sneakers; who might concur with a note I saw one day scrawled on a legal pad in Jonze’s office: “There is no difference between childhood and adulthood.” Finding an audience beyond that demographic, though, may well pose a challenge to Warner’s marketing department, which is trying to position the movie as a family-friendly film for kids of all ages. They have adopted a broad-based strategy to lure children into the theater, buying advertising on Nickelodeon and the Cartoon Network. They’ll also be making a special effort to reach what one executive described to me as “hip, tastemaker” kids: Ugg will be selling a special “Where the Wild Things Are” kids’ boot, and Urban Outfitters has a collection of “Where the Wild Things Are” T-shirts and shadow puppets.
Jonze’s team, meanwhile, has been pursuing its own marketing strategy, one not particularly oriented toward children. Jonze directed a short documentary about Maurice Sendak that will be shown on HBO. Eggers wrote a novelization of the movie and is publishing it (with a fur cover) through his own publishing company, McSweeney’s. There’s a line of “Wild Things” skateboards, a soundtrack album by Karen O of the art-rock group Yeah Yeah Yeahs and branded “Wild Things” jewelry for sale at a boutique near Jonze’s Lower East Side apartment.